Atributos decisores no processo de compra de cursos de pós-graduação lato-sensu de escolas premium de São Paulo: proposta de um método de mensuração avaliativa
The private education market in Brazil, mainly in lato sensu postgraduate programs, faces significant challenges due to economic factors, increasing competition, and new international offerings. Premium business schools in São Paulo operate in a competitive environment where decision-making attribut...
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| Formato: | tesis de maestría |
| Estado: | Versión publicada |
| Fecha de publicación: | 2025 |
| País: | Brasil |
| Recursos: | Escola Superior de Propaganda e Marketing (ESPM) |
| Repositorio: | Biblioteca Digital de Teses e Dissertações da ESPM |
| Idioma: | portugués |
| OAI Identifier: | oai:tede2.espm.br:tede/839 |
| Acesso em linha: | http://tede2.espm.br/handle/tede/839 |
| Access Level: | acceso abierto |
| Palavra-chave: | comportamento do consumidor; decisão de compra; estratégia de marca; métodos quantitativos, atributos de marca. consumer behavior; purchase decision; brand strategy; quantitative methods; brand attributes CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
| Resumo: | The private education market in Brazil, mainly in lato sensu postgraduate programs, faces significant challenges due to economic factors, increasing competition, and new international offerings. Premium business schools in São Paulo operate in a competitive environment where decision-making attributes are crucial in students' choice of courses. While there are studies on the choice of higher education institutions, there is a gap in the literature regarding the specific decision-making attributes for postgraduate courses in premium business schools. This research aimed to develop a measurement model to identify and quantify the most valued attributes by students when choosing lato sensu postgraduate courses in premium business schools in São Paulo, comparing them with the perceived institutional offering of these schools. A quantitative study was conducted with 180 participants who evaluated the importance of 15 attributes in selecting a business school and their perception of these attributes in five institutions analyzed (ESPM, FGV, FIA, IBMEC, and INSPER). Statistical tests such as Wilcoxon for paired comparisons and Friedman for comparisons among schools were applied. The findings indicate that faculty, brand reputation, and employability are highly valued. Significant misalignments were found between the attributed importance of specific attributes and students' perceptions of the schools, especially at FIA and IBMEC, which showed lower performance. This research contributes to a better understanding of the factors influencing the choice of lato sensu postgraduate programs in premium business schools, providing insights for institutional strategies to align expectations with market perception. |
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